Simpson Thacher & Bartlett LLP, one of the world’s most respected law firms, came to Clarity Group for help designing a new website. We encourage the firm to begin with an in-depth research phase, rather than jumping straight into design, to ensure the new site reflected the firm’s strengths and aligned with its business strategy.
The core of the research phase was an extensive number of partner, associate and staff interviews as well as a number of client interviews to understand what they felt set the firm apart from competitors and to hear what was really authentic to Simpson. This process was crucial to the success of the project as it not only allowed us to gain valuable insights for the strategic direction of the site, but it also created significant buy-in to the project with the partnership.
During the research phase we also analyzed the firm’s current branding and marketing communications. It became clear that the firm’s overall brand identity—its tone of voice and its look and feel—was not reflecting the sophistication and warmth that is core to the Simpson client experience. When presented with this disconnect, the firm’s leadership decided to refresh the entire brand, rather than just the website. We then developed a brand strategy that would serve as the foundation for all creative development going forward.
Following approval of the new brand strategy, we conducted an agency search and an RFP process to find and engage the appropriate agency to design the new brand identity system and website under our strategic leadership. The new brand identity work resulted in a new logo, color palette, imagery approach, graphical treatment, and messaging that have been implemented across a highly differentiating new website and all firm communications.